Digital Projection lights up shopping experience at Dubai’s City Walk

Owned by Dubai-based holding company Meraas, the cutting-edge leisure destination features a network of streets lined with cafes, restaurants, shops, entertainment areas and even a gaming park.

These elements surround a central plaza complete with a water feature.

The visual experience transforms City Walk into a vast digital canvas divided into three zones. ‘The Gateway’ entrance hosts a vast LED screen feature. This leads into ‘Show Street’, a walkway flanked by retail and restaurant spaces. From here, visitors access the central area and entertainment hub: Place de Lumière.

The Digital Projection projectors – all from the Titan range – were selected by Dubai integrator RDK International following successful ‘proof of concept’ demonstrations by Digital Projection’s Middle East team.

Float4, a Montreal studio specialising in digital experiences, was tasked with overseeing the project.

“We make sure the technology and content works together and is properly designed,” explains Alexandre Simionescu, co-founder of Float4. “We understand the creative as well as the implications of the technical.”

Digital Projection was involved at the outset, creating the design for the projector components.The company’s regional manager for the Middle East and Turkey, Tim Wood, suggested the units based on their bright light output and small, lightweight chassis. These attributes made them ideal for positioning on the ‘rooftops’.

“The projectors were able to be mounted in an unobtrusive way with minimal effort and the built in ColorMax technology ensured that they could all be easily calibrated to ensure a perfect, seamless blend across multiple channels,” says Wood.

Furthermore, the dual lamp system ensures an uninterrupted show in the unlikely event that one lamp fails.

Digital Projection’s Titan units were also chosen to deliver the facade projections that make up City Walk’s regular evening shows.

At this point the area’s water feature burst into life and ‘Show Street’ and ‘The Gateway’ play content based on the aesthetic of the show.

“All those elements give us a lot of depth to create these shows,” adds Simionescu.